Dr AL Sharada
Feb 03, 2023

Creative critique from a gender lens: 23-27 January

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

Creative critique from a gender lens: 23-27 January

What worked: 

 

Star Sports

It is nice to note that the ad does not talk about Indian 'women's' cricket team but talks about Indian Cricket team in which women are equal partners. It gives women cricketers equal recognition and credit as representatives of a sporting team from India. We really need to write more 'her' stories in advertising as well as in all forms of communication. 

 

Gender Sensitivity Score (GSS): 3.75

 

What could have worked:

 

Vaseline

How does Vaseline moisturising cream help people go around in the biting cold of Delhi without any woollens? Isn't it a misleading ad? 

 

GSS: 2.75/5

 

What did not work:

 

Hyundai Aura

A father investing in a son, goading him to success yet not expressing his feelings towards him and the successful son coming home and gifting a swanky car to the father. A dream of every middle-class family. Can it get more stereotypical?

 

Would it have hurt the sentimental value of the communication if it was made into a story of mother and son or daughter and father? 

 

Small disruptions can lead to mega transformations.

 

GSS: 2.5/5

 

Other films from the week:

 

Kurkure Playz

GSS: 3/5

 

Hyundai Grand i10

GSS: 3/5

 

Croma

GSS: 3.25/5

 

Stoa

GSS: 3/5

 

Exide

 

GSS: 3/5

Source:
Campaign India

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